Looks like there’ll be more fireworks than the Indian box office had bargained for, this Diwali. Karan Johar’s film, Ae Dil Hai Mushkil (ADHM), is up for a clash with Ajay Devgn’s Shivaay on October 28, and none is willing to blink.
A source says: “It was hoped that one would finally see sense and back down from releasing this Diwali. But now after the release of the ADHM trailer, the battle lines are even more sharply drawn.”
Phase Two of the fight to finish has started. Both Shivaay and ADHM producers have sent out clear signals to the multiplex chains across the country that a majority of the screens must be booked for their films.
“It’s a tricky situation for theatres this Diwali. Both Ajay Devgn and Karan Johar are not only the directors but also the producers of the two films. We are being asked for optimum screens by both the production houses. It’s not an easy situation for us, as it is being hinted that future projects of these production houses will be given to our theatre chain on the basis of how many screens we give to these two films,” says a source from a high-profile multiplex chain of India.
Shivaay seems to have the edge as far as bargaining powers are concerned. Multiplex sources share: “Ajay Devgn has tied up with Eros International, so that gives him extra muscle to get as many screens as he wants. For Ae Dil Hai Mushkil, Karan Johar’s Dharma Productions is going solo. No corporate partners this time.”